why people will buy almost anything
TRANSCRIPT
People will buy almost anything that they believe will help them feel better about themselves. That’s a simple, all-inclusive statement, but there’s a lot of truth in it.
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Why People Will Buy Almost Anything
By TJ Rohleder
Truly happy people don’t have many pressing desires to spend their money on. Among the unhappy, on the other hand, there’s always some emotional pain to ease, some need to be filled.
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Why People Will Buy Almost Anything
What is that need? What’s driving your sales? At my company, we sell business opportunities. Now, you may think people buy business opportunities mostly because they want to make more money — but that’s not true.
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Why People Will Buy Almost Anything
In your marketplace, all your customers and prospects want are the benefits. That’s all. The package it comes in doesn’t necessarily matter. Usually, they’re in some type of emotional pain, confusion, or frustration they want to clear up.
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Why People Will Buy Almost Anything
In one sense, “happiness” is a synonym for “satiable.” You want your clientele to be pleased by your customer service, and the products or services they’ve bought from you, but you don’t want them to be satiated. Consider Thanksgiving dinner.
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Why People Will Buy Almost Anything
Some people are what the technological sector calls early adopters: They have to buy every new electronic gadget that comes along. If Apple releases a new version of the iPhone, they have to have it. They do this because it makes them feel good about themselves.
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Why People Will Buy Almost Anything
If you’re happy with the status quo, you’re not looking to buy something. That’s true of whatever marketplace you’re dealing with. If you own a local clothing store, your customers are people who aren’t completely happy with their wardrobes — if they were, they wouldn’t be shopping for clothes.
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Why People Will Buy Almost Anything
As a marketer, your challenge is to figure out why people are buying what you sell, and what it is about themselves that they feel better about when they buy it. Then you can advertise in a way that points that out to them, using something like the PAS formula.
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Why People Will Buy Almost Anything
So think all this through at a deep level. Your goal is to know your customers better than they know themselves. That’s going
to be your edge in the marketplace.
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Why People Will Buy Almost Anything
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